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Methodology• We use our social media monitoring platform, Testify Live with Salesforce Radian6, to monitor UK-based tweets relating to X Factor, over each weekend period of the live shows • We record these figures• We search for mentions of after each weekend of X Factor in various the live shows and can contexts to get an idea of draw conclusions on volume and opinion on how opinion and share- contestants and judges of-conversation changes week-on-week COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED

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Total Tweets mentioning X Factor – Weekly Tweets about X Factor 500000Number of Tweets 400000 300000 200000 100000 0 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 • The final was by far the most popular weekend for tweets about the show, followed by the opening weekend. • Frankie kept people interested in the show; when he left the show before Week 6, and after the subsequent interest in who would be voted back in, interest in the show clearly dropped off in the later weeks COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED

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Top 8 most Tweeted-about acts – Total Series Total Mentions % of total • Looking at the total amount1 144,157 14.03 of tweets about each act over each weekend, Little2 136,141 13.25 Mix unsurprisingly finished as the most discussed act.3 113,181 11.01 • However Frankie was still the 2nd most tweeted about4 109,953 10.70 act despite only being in half the competition.5 108,390 10.55 • Kitty & Amelia were only in the competition for 6 weeks6 99,747 9.70 each, Kitty was mentioned more despite Amelia7 91,732 8.93 making it to the final with less acts to talk about.8 55,589 5.41 COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED

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Most Tweeted-about Act – Total Series 4% 10% • The chart shows the total Share of Voice for 14% 5% each act over the entire 1% series based on mentions on Twitter 2% each weekend 3% 13% • It was the female 9% contestants that earned the most tweets overall, 5% yet Frankie was the 2nd most tweeted about act 11% overall despite only 11% being in the 11% competition for 5 weeks COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED

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Most Tweeted-about Judge – Total Series26% 24% • Over the 10 weekends, Kelly was the most discussed Judge on Twitter, followed by Tulisa, Louis, and Gary, who was the least talked about judge 20%30% • Kelly’s absence due to illness in week 4, the dominance of her girls in the Total Mentions % of Total early weeks, and Amelia’s 101,288 30.44 comeback towards the end offer reasons as to why she 86,448 25.98 got people talking the most 78,882 23.71 66,105 19.88 COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED